??? The Snapchat of Dorian Gray

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Hi folks,

You’ve got the album, now buy the inspiration. Singer Kacey Musgraves is promoting her latest record in a unique way, in the form of a shoppable Etsy moodboard. Does this mean the hottest music trend for 2024 is… affiliate marketing?

Scroll do to read about F1 fangirls, glass skin, and the spiritual home of the Tour de France (hint: It’s not France).

Stats to power your week

??? The new F1 season began last week, allowing us to reflect again on the sport’s “fangirlification” in recent years. The data speaks to a change in the sport’s demographic – since 2020 the number of fashion-conscious consumers who follow it has increased by 33%, while the number of baby boomers who are fans has dropped 29%. GWI Sports

??It’s a good moment for women’s sports. In the US, we’re seeing strong year-on-year growth in viewership of the UEFA Women’s Champions League (+44%), the National Women’s Soccer League (+28%), and the WNBA (+31%). GWI Core

?? The quest for eternal youth is nothing new, but it’s really coming to the fore in the skincare world. On the back of trends like “glass skin” and “clean girl makeup”, we’re seeing a spike in usage of anti-ageing creams/serums (+19% year-on-year). GWI Core

?? Are people on a break from dating apps? The number who use them has dropped 24% since 2020. Bad news for anyone who likes a uniform: the number of law enforcement officers on dating apps has also decreased by 42% in that time. GWI Core

?? You really are what you eat, especially as far as candy is concerned. Amazingly, the most distinctive brand consumed by Americans who describe themselves as “intellectual” is (*drum roll*) Nerds. You couldn’t make that up. GWI USA

Chart of the week

There’s a well-established lifecycle for social media apps. They tend to start by making waves on college campuses, building an early user base of students and young professionals. Their friends and family join the platform, and the early users themselves get older. All in all, the age of the user base gradually goes up. You can see this trend across a host of social platforms widely recognized for their connection with today’s youth.

But Snap Inc. has proved to be an exception over the years. It seems to have perfected the art of capturing different generations of young people, likely helped by clever research and marketing that lets the company stay close to its users’ needs.

More from GWI

• Blog: 5 key trends for Gen Z in APAC
• Case study: Driving ad sales with deeper data
• Webinar: Catch up on the latest Gen Z insights

This is an abridged version of our weekly newsletter, 'On the dot'. To get the full edition in all its glory, subscribe to the real deal.